THE IMPACT OF PERSONAL, SOCIOLOGICAL AND INSTITUTIONAL INFLUENCES ON RELATIONSHIP COMMITMENT IN RETAIL BANKING

Previous research in the domain of relationship marketing has focused mainly on the antecedents of loyalty and commitment in the industrial market, distribution channel or consumer goods. This study however, models the antecedents of consumer's relationship commitment in the context of a retail...

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Bibliographic Details
Main Authors: Jamil Bojei, Che Aniza Che Wel
Format: Article
Language:English
Published: Universiti Sains Malaysia 2003-01-01
Series:Asian Academy of Management Journal
Online Access:http://www.usm.my/aamj/8.1.2003/AAMJ%208-1-5.pdf

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